Equinox Hotel Hudson Yards' success with Google Hotel Ads

Equinox Hotels Hudson Yards needed a Google Hotel Ads (GHA) strategy that would reclaim market share from the OTAs and drive more direct bookings to the property.

To optimize spend and reach the most likely to book users in the lower funnel, Cendyn’s metasearch experts made strategic bid optimizations based on prior performance, search volume trends, and successful SEM and GDN tactics.

By integrating the property’s Google Ads lookalike and remarketing audiences into the campaign, targeting strategies synced across SEM, GDN, and GHA channels. Also, by analyzing prior campaign data and trends, our team adjusted the campaign’s bid multipliers to reflect the most likely to book user’s tendencies, which includes device type, location, LOS, booking window, and traveler set dates.

Overall, the campaign was a success, resulting in 25 bookings, 40 nights booked, and an 1100% ROAS over the course of two months.

This case study was completed before the Cendyn and NextGuest merger but Equinox Hotel Hudson Yards can now benefit from the suite of Cendyn products.